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마지막 업데이트 날짜 : 03-03-2021

이것은 치과 진료를 마케팅하는 방법에 관한 것이 아닙니다., 스마트 마케팅 전략이 바쁜 전문 서비스 회사의 모든 측면에 어떻게 스며들 수 있는지 보여주는 예시입니다.. 마지막 약속 중, 박사. Penski와 저는 마케팅에 대한 그녀의 관행과 접근 방식에 대해 이야기했습니다.. 내가 배운 내용은 다음과 같습니다.: 명확한 위치: Georgetown University의 치과 학교를 갓 졸업했습니다., 그녀는 여성을위한 연습에 대한 그녀의 비전에 대한 자금을 얻을 수 없었습니다.. 그녀의 말로, “Anger was a great motivator,” so she set out to fulfill her dream by catering to private-pay professional women and moms, two very influential forces when it comes to how families spend their dental dollars. From the start, she and her business partner knew they would best serve this niche by offeringdentistry with a caring touch.This vision permeates everything, setting a baseline for how they package and promote their services, their approach to sales, the care they provide, and day-to-day performance for the entire staff. Thoughtful Packaging: 박사. Penski explained how they created their practice “정체” on a dime. Over dinner with spouses, the couples discussed how topackagethe new practice including uniforms, office decor, business stationary, and welcome brochure. A husband suggested they use the symbol of a fern, since it was “낡은, natural, and gracefuljust like they were!” The silhouette of a fern, plucked from Dr. Penski’s garden and created on her copy machine, shows up everywhere. Nature is also the theme in the waiting room where you can relax browsing nature art books, listen to soothing spa music and a fountain, and enjoy an herbal neck wrap. The caring touch is reinforced with an album bursting with patient letters, baby announcements, wedding photos, and thank you cards. A photo album of before and after shots demonstrates credibility in yet another way. Smart Promotion: I found Dr. Penski on the Washingtonian Magazine list of top dentists. A smart place to appear, if you’re catering to professional women in DC. I immediately knew something was different when the receptionist told me that my first appointment would be for the doctor to get to know me first, as well as assess my dental needs. The day after I made my first appointment, I received aWelcome to our Practicepackage, that included a simple but sincere welcome brochure, medical and insurance forms to complete before my appointment, a health assessment that also asked me, “If there was one thing you could change about your smile, 무엇이 될까?” and clear payment policy. All of these things served to set a standard, manage my expectations, welcome me, and connect with me before my appointment. It was also a smart way to start up-selling me even before my first visit. Sophisticated Persuasion: The practice takes a phased approach to bringing a new patient on board. This is also a sophisticated way to build trust and encourage further use of their services. The first appointment was all about assessment and relationship-building. In addition to the most thorough, tooth-by-tooth assessment and set of x-rays I’ve ever experienced, 박사. Penski took her time getting to know me as a person, about my background, and my concerns or fears about going to the dentist. When I mentioned an interest in whitening my smile, she talked me out of it, showing me how it would look unnatural. My trust in her credibility and interest in my wellbeing continued to deepen. I asked Dr. Penski why, 에 30+ years of regular dental care, was this the first time I’d ever received this thorough of a check-up? Her response: they break all the prescribed rules for how much time to spend with each patient, which gives them the freedom to be as thorough as possible. The business model works because they spend more time with higher-paying clients, who specifically value the approach Dr. Penski and her partner take. They don’t have to make up for lower insurance reimbursements with a higher volume of patients. There is an overall atmosphere of calm, nurturing focus on each patient. Everyone wins. Before leaving, my second and third appointments were set up for cleaning and another minor procedure. I was up-sold on the spot and happy about it! Relationship-Building Performance: 박사. Penski explained that the cornerstone to the practice is their daily all-staff meeting. Held every morning, they discuss each patient coming in that day as a whole person: her dental treatment, what’s going on in her life, what issues or fears she might have about today’s procedure, and other things that matter to her experience and treatment. The meetings serve to center and refresh the doctors and staff every day, so that they’re really focused on each person as an individual when she arrives. The caring approach and relationship-building performance continued with a follow-up call to see if I had any questions from my first appointment and to provide me contact info for a new doctor referral I mentioned needing as I was leaving. Never did I think I’d become a raving fan of my dentist, but there you have it! When I asked Dr. Penski about what they specifically do to market the practice, 그녀가 말했다, “We don’t have to market!” 진실은, they market every day because of how they choose to run their practice. Here are some ideas you can borrow to create your own raving fans: 1) Pick a clear niche that you really want to serve and go after it. You’ve got to really love your niche, or your efforts to penetrate this niche will ring hollow and fall flat. As important: make sure your niche has money to spend and is willing to pay for what you can deliver. 2) Think of ways you can start the marketing process before you even meet new prospects. How do you want them to first know about you (즉, on the Top 10 List of something that matters to your target audience)? What will build your perceived credibility in the eyes of your target audience (즉, the album of patient thank you notes and photos in the waitin room)? 놀랍게도, 박사. Penski’s practice does not have a website, which is an essential marketing tool for any professional service firm! But that doesn’t stop them from doing the same things offline through low-cost printed materials and other credibility-raising, trust-building tools. It’s how you use these tools that matters. 3) One you’ve got their attention, what can you do, say or send that will invite prospects to connect with you and set the standard that you are different (즉, a Welcome Package, self-assessment or maybe aChecklist to Help You Pick the Right CPA for Your Business”)? 4) 일관성있게. Does what your firm stands for permeate everything you say, 하다, 제공, 인쇄, show and produce? You don’t have to have a big marketing budget to infuse your vision into everything you do. 5) Invest in relationships. Would you rather have as many higher-paying, appreciative clients as you choose or be constantly running to keep up with lower-paying, high-maintenance volume? It’s a choice you have. 6) 세부 사항에주의. Clients who are willing to pay good money for your professional services will not stick around if you don’t attend to the details. 박사. Penski’s daily staff meeting is her vehicle for making sure nothing falls through the cracks. What’s yours? No website, home-grown graphic design, far fewer patients per hour than recommended, chatty staff and personal relationships with patientsIs this any way to run a professional service firm? 물론이지! 내 치과 의사를 사랑



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